In today's digital age, having a strong online presence is essential for connecting with your local community and beyond. Potential new customers are online and looking for their next CSA or special on-farm event. One powerful tool that can help connect you to new customers is Google Business™ Profile. Below, we’ll explore how farmers can use this tool as part of their farm’s marketing efforts.
What is a Google Business™ Profile?
A Google Business™ Profile is a free digital profile for your farm that appears on Google Search™ and Google Maps™. It provides essential information such as your farm's name, address, phone number, website, hours of operation and more. Claiming your profile tells Google, “This business is mine” and you will have control over the information presented so you can make sure it is accurate.
Think of it as if you handed a stack of business cards to Google so that they could then hand them out to folks who are searching for “farms near me.” This ensures Google doesn’t give potential customers the wrong address or tell them you are open when you’re not.
The Benefits of Claiming Your Google Business™ Profile
- Gain Visibility
Most people arrive on a new website through search or through a direct link. Internet searches are often a simple phrase or question typed into Google Search™ Bar. We’ve all done this and know how results populate almost instantly within the screen. We know that most people don’t scroll too far down in the results page of a Google search (and almost no one goes to page two!). When looking to connect with new customers, it’s imperative to be within the top results on the first page.
By claiming your profile, you increase the likelihood of your farm showing up high in those local search results. This enhanced visibility means that individuals looking for local meat, wholesale produce or farm events are more likely to discover your farm, visit your website and shop with you. When people find your business through search, it might be their very first interaction with your business. You want to make a good first impression and Google Business™ Profile offers an easy-to-understand snapshot of your farm.
- Build Credibility and Trust
A verified Google Business™ Profile can add a layer of credibility to your farm's online presence. When customers see your profile, it instills confidence that you are a verified business. Be sure to keep information like hours and contact information up to date to maintain that trust! Inconsistencies can lead to confusion and frustration among potential customers, making them more likely to choose to shop with others.
Even if your farm doesn’t do business direct with consumers, Google Business™ Listing can be a great place to have a web presence. Having a place to quickly communicate who you are and what your farm does informs neighbors, municipal boards, lenders or grant funders who might be curious about your business.
- Communicate With Your Audience Through Google Reviews™
Google Business™ Profile has a large amount of space dedicated to customer reviews. Customer reviews are powerful testimonials that can significantly impact customers’ trust in your farm and product sales. This is often referred to as social proof in digital marketing. According to consumer research at BazaarVoice, the majority (88%) of the 30,000+ global shoppers they surveyed use reviews to discover and evaluate new products. Actively encouraging satisfied customers to leave reviews on your Google Business™ Profile can lead to more folks finding and buying your farm products.
- Increase Your Google Maps™ Ranking
A claimed and optimized Google Business™ Profile contributes to higher rankings on Google Maps™. When users search for farms or food businesses on Google Maps™, having an accurate and complete listing increases the likelihood of your farm being prominently displayed. This visibility not only attracts local customers but can also make your farm a go-to destination for those exploring the area. You might consider adding a Google Maps™ element to your farm’s contact page so that users can easily click to get directions. This not only offers a better customer experience but will likely also help boost your ranking.
- Gain Insights into How Users Interact with Your Business
A Google Business™ Profile provides valuable insights into how users interact with your listing in Google Search™ and on Google Maps™. This includes how customers find your listing, the search terms used and actions customers take after discovering your listing.
Ready to try it out?
Read our how-to guide to get started: How to Set Up and Manage your Google Business™ Profile, and read this article How to Maintain your Google Business™ Profile outlining the necessary maintenance that an optimized Google Business™ Profile requires.
